Motion Graphics for Content Marketing [eBook]

Understanding motion graphics design as part
of your content marketing strategy
Marketing Through Motion
Created through the
collective insight
of nine motion graphics
designers at Centerline.
www.centerline.net @Centerline
Special shoutout to Mack Garrison,
Senior Motion Graphics Designer!

Motion
Graphics
Design
What is it?
Why is it used?
What is the process?
What makes it successful?
We will cover all those questions here.

Motion Graphics DesignWhat is ?
Motion Graphics Design, or “Motion Design” is a subset of graphic
design in that it uses graphic design principles in a filmmaking or video
production context (or other temporally evolving visual medium)
through the use of animation or filmic techniques.
Read the definition

OR

What is Motion Design?Watch it
PLAY

Which one was easier to
understand?

Motion design
allows complex information to
be simpliﬁed through the use
of visuals.

Allows the storyteller to shape how the information is
presented in order to tell a speciﬁc story.
Motion design
of visuals.

Allows the storyteller to shape how the information is
presented in order to tell a speciﬁc story.
Increases information retention and motivation.
Motion design
of visuals.

Examples
This piece enables viewers to see inside
technologies with motion graphics
VIEW
This piece adds humor through unique
character design
VIEW
A futuristic piece that engages the viewer
through the use of 3D motion graphics
VIEW
This 2D animation illustrates what the
narrator is saying to tell a clear story
VIEW

R
What is the process ?
2. IDEATION
3. PRESENTATION
4. PRODUCTION
I P P1. RESEARCH
(Slide 12)
(Slide 19)
(Slide 28)
(Slide 32)

1. Research Phase
R

1. Research Phase
Client meeting.

1. Research Phase
Client meeting.
WHAT?
A meeting with the client to determine their needs.
Ensure that a motion graphic piece is right for their needs.

1. Research Phase
Client meeting.
WHAT?
A meeting with the client to determine their needs.
Ensure that a motion graphic piece is right for their needs.
HOW?
Ask the right questions.
• What is the goal of the communication?
• What is the emotion of the piece?
• Who is the audience?
• Where will the video live?
• What is the context of the video?
• What are the client’s personal tastes?

1. Research Phase
Conduct a Motion Brief.

1. Research Phase
WHAT?
An internal meeting with the team involved on the project.
The team of creatives craft a shared vision that achieves all the goals
the client brought forth.

1. Research Phase
WHAT?
An internal meeting with the team involved on the project.
The team of creatives craft a shared vision that achieves all the goals
the client brought forth.
WHY?
This shapes the piece. 
What it will look like, how it will be promoted and what its intended
purpose is. The more you can understand, the better the piece will be.

2. Ideation Phase
I

2. Ideation Phase
Establish a look and feel for
the piece catered to the client’s
speciﬁc needs and story.
Using the client’s brand requirements, pick and choose different
elements of the brand that will best complement the story you are telling.
Utilize the brand elements to push the style to new limits.

• Browse sites like Vimeo, Motionographer, StashMedia and  
MotionServed
• Create a style that brings clarity to the information being presented
• Research what styles are trending in motion and why
2. Ideation Phase
Get inspired.

2. Ideation Phase
Establish a look and feel for
the piece catered to the client’s
speciﬁc needs and story.
The look and feel can be developed using ideation tools such as a:
• Mood board
• Style frame
• Story board
• Motion comp
• Animatic

WHAT?
Still image(s), quick
and fast illustration
of style/color/look.
WHEN?
Very beginning stages, when
there is only a concept in
mind.
WHY?
This presentation form is used when there is an idea in mind
that needs to be visualized.
Mood
Board
2. Ideation Phase

WHAT?
3-5 still images showing
the style (colors, text
styles, shape and sizes).
WHEN?
After the story has
been developed.
WHY?
*To show the client the look and feel in greater detail, better
depicting the ﬁnal product, without the time consumption of
animating or producing all designs/frames.
Style
Frame
Most used ideation form*
2. Ideation Phase

WHAT?
A rough layout of
the script. Can be
simple or complex.
WHEN?
After the script has been
developed. Always used for 3D or
complex animations. Sometimes
used for 2D animation.
WHY? To help clients visualize the look and feel and story ﬂow.
2. Ideation Phase
Story
Board

What is Motion Design?
WHAT?
5-10 seconds of motion to
show movement and style.
WHEN?
After the story and style
have been developed.
WHY?
Depicts to the client what the movement in the piece will look
like. Speciﬁcally, if transitions or unique movements are a
major part of the story.
PLAY
2. Ideation Phase
Motion
Comp

What is Motion Design?
PLAY
WHAT?
A rough outline
of the full story
in motion.
WHEN?
After the story, script and style
have been developed. Used
mostly for 3D animation. More
often than not, it’s used as an
internal tool rather than a
visualization for the client.
WHY?
Helps establish the
timing before
production.
2. Ideation Phase
Animatic

3. Presentation Phase
P

Conduct an internal critique.

WHAT?
An opportunity for the team to ask each other questions about
the creative elements of the piece. Creatives describe
reasoning behind their decisions and the team prepares for
client delivery.

WHAT?
To prepare for client delivery.WHY?
An opportunity for the team to ask each other questions about
the creative elements of the piece. Creatives describe
reasoning behind their decisions and the team prepares for
client delivery.

4. Production Phase
P

Pre-production.
4. Production Phase
Build and design assets including:
Models
Rough cuts
Primary
footage
Stock
footage
B-roll
footage
+ more

Production.
4. Production Phase
1. Animation
Organizing, packaging
and layering assets.
2. Establish Timing
3. Create Details
Details make up only 10% of the process but can take up to 50% of
production time. They are crucial to the success of the ﬁnal product.

4. Production Phase
Rendering.

4. Production Phase
Rendering.
The last step of the process. Applies artwork, photography, video and
sound over time, calculating every frame of the combined elements.
The larger the ﬁle, the longer it takes.

4. Production Phase
Rendering.
Finalize edits Create ﬁnal piece+
The last step of the process. Applies artwork, photography, video and
sound over time, calculating every frame of the combined elements.
The larger the ﬁle, the longer it takes.

successfulWhat makes a motion
graphic design piece ?
Design success Business success+
The designers are proud of the
ﬁnal product. The boundaries
were pushed towards something
new and different. The client is
happy.
The content was effectively
activated and the message was
heard. The call to action was
completed. It was found by the
right audience and motivated
them to take action.

successfulWhat makes a motion
graphic design piece ?
Design success Business success+
The designers are proud of the
ﬁnal product. The boundaries
were pushed towards something
new and different. The client is
happy.
These two qualities on their own are good, but the
best pieces occur when both are realized.
The content was effectively
activated and the message was
heard. The call to action was
completed. It was found by the
right audience and motivated
them to take action.

Want to learn more?
Get in touch with us!
digitalmarketing@centerline.net
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Motion Graphics for Content Marketing [eBook]

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Motion Graphics for Content Marketing [eBook]